|Product / Service||SP LAGER|
|Entrant||GPY&R Brisbane, AUSTRALIA|
|Entrant Company||GPY&R Brisbane, AUSTRALIA|
|Advertising Agency||GPY&R Brisbane, AUSTRALIA|
|Ben Coulson||GPY/R||Chief Creative Officer|
|Brendan Greaney||GPY/R||Creative Director|
|Jim Mckeown||GPY/R||Creative Group Head|
|Joshua Bartlett||GPY/R||Art Director|
|Roger Harwood||SP Brewery||Marketing Manager|
|Sarah Grantley||GPY/R||Account Director|
|Michelle Short||GPY/R||Production Director|
|Phil Mcdonald||GPY/R||Group Managing Director|
The SP Lager Mozzie Box was created to solve a common Papua New Guinean beer drinker’s problem – being eaten by mosquitoes as they drink beer outside. It’s an accepted part of PNG culture that most beer is consumed by groups of blokes outdoors around fires. Unfortunately PNG is also in the tropics and home to vast numbers of huge, malaria carrying mosquitos. We needed a food and beverage approved, natural product - unlike citonella and other insect repellants. We also needed to keep costs down for mass production. In the end it wasn't much more than the cost of printing an extra colour.
BACKGROUND SP Brewing is Papua New Guinea's biggest brewery and over the years it's had very little competition. With new beers entering the market, SP Lager wanted a campaign that demonstrated that they know PNG beer drinkers better than any import ever could. Their advertising positioning line is OUR BEER - our job was to prove it. SP Brewery were also keen to create a campaign that helped the PNG community. Proposition: The PNG beer made for PNG conditions.
Local PNG insights (mentioned in previous answer) were the inspiration for the idea and the technical solution was influenced by the humble mosquito coil. The innovation was making the carton behave like a mosquito coil by adding the natural mosquito repellent - eucalyptus. Once coated, pieces of the carton were torn off and thrown in a fire to create an insect repellent smoke that kept mozzies away.
The innovation was making the carton behave like a mosquito coil by adding the natural mosquito repellant - eucalyptus. Once coated, pieces of the carton were torn off and thrown in a fire to create an insect repellant smoke that kept mozzies away. In PNG, using smoke is a familiar method of keeping mosquitoes away so it was readily used. It was also convenient since the beer carton was at hand to use as a mosquito repellant when it was needed most.